Intent Data and the Future of B2B Sales

Intent data offers insights into a web user’s purchase intent. Intent data allows a B2B marketer to identify when and how a user is actively considering or looking forward to purchasing similar products or services. 

Intent data is valuable and it does make the future of B2B sales bright. Unlike B2C sales, B2B is a tough call. Conversions are low and sales reps must toil hard to bring customers to the sales funnel. 

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Intent data is collated from various digital resources, and it uses cookies to monitor for key intent search terms. As B2B marketers continuously struggle to find the right audiences in an ocean of competition, Intent data offers insights on how to convert a consumer at the right time. 

“Gartner has claimed that 70% of B2B buyers are going to increase the use of third-party intent data by the year 2022”. 

Companies that are not using intent data are limiting their response to data from their website, while the potential buyer has likely been trying to solve his or her pain points for weeks. 

As a marketer, if you are planning to use intent data in 2022, here is a quick guide. 

• Orchestrate digital campaigns

3rd party intent data helps you segment your prospects at a granular level. You can monitor topics across various websites to what your target users are up to. So, going by this instance, you must track topics that would be distinct to each department, segment your target accounts based on the topics they are interested in. 

Once you have this data, you can trigger personalized ad campaigns for each type of buyer. 

• Emboldening Sales Reps

No matter how smart your sales reps are, customers can’t always be entertained or impressed. There is a need to go a step beyond that. The result is demoralized sales reps, hesitance to talk to new customers, and a busy spell cast over the sales team. 

Solution – Intent data. The data can prove valuable to gain visibility into untouched accounts. These accounts can be reached with emails and with the same data, you can find out the curiosity of people in your products and services. 

• Boxing out the competition

No matter how smartly your reps are interacting with your prospects, the chances are, your prospects are also talking to your competitors. You cannot rule them out, but you need to tackle them with patience. 

3rd party intent data will tell you when your prospects are looking at your competitors. Sales reps can use this information to box out the competitors, directing the prospects showing the advantages of your products. 

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Now that you have an idea on how to make optimum use of intent data for your B2B marketing and sales, let us show you some top intent data tools to move further: 

• 6 Sense ABM

6Sense is a B2B platform to help marketers achieve their predictable revenue. The tool helps marketers and sales people make use of AI, machine learning, and essentially Big Data to boost the working of the revenue team.

The platform helps to unleash hidden buyer behavior, prioritize user accounts, engage with resistant buying teams, and so on. 

• Priority Engine

Do you want to have a hold over the most active user accounts on the internet? Well, Priority Engine can help you. 

It is a full-stack marketing SaaS platform delivering insights into the hidden, but real user world. The tools help you to rank your prospects based on their level of purchase intent and engagement to improve your ABM performance. 

• Leadfeeder

It is a B2B lead generation software identifying the companies, who visit your website, their behavior, how they go there, and what is their purchase intent. 

It is one of the best tools to enhance the lead generation efforts of B2B teams. 

Final Word

While intent data has created a buzzword in the market, as it is with other types of data, intent data is fallible. It is crucial to use different types of data together to achieve long-term goals. Intent data works the best when paired with other types of data. 

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